Comment - Spirits - A Word with Woodard
By: Richard Woodard
Resident columnist and spirits know-it-all Richard Woodard provides his monthly take on the latest in the global white spirits industry.
The rise of 'craft' continues, with new spirits brands riding the wave in the US. One such overnight success in Tito's Handmade Vodka, which has seen sales soar in the last couple of years. The downside, however, has been that the brand has caught the eye over its craft claims. Richard Woodard considers the evidence.The rise of 'craft' continues, with new spirits brands riding the wave in the US. One such overnight success in Tito's Handmade Vodka, which has seen sales soar in the last couple of years. The downside, however, has been that the brand has caught the eye over its craft claims. Richard Woodard considers the evidence.
Late last month, in Pernod Ricard's full-year results, the spirits company flagged a tough time for Absolut vodka. Richard Woodard surveys the wreckage and considers the brand's future.
This month, Richard Woodard looks at the NPD trend of blending spirits either together or with another alcoholic segment to create a whole, new sub-category. Is this really innovation at its purest?
It's been three months since Suntory completed its purchase of Beam Inc. What better time that the summer lull for Richard Woodard to take a long, hard look at just what the Japanese group got for its US$16bn.
For a spirits brand, what does being a “category leader” mean? Is it purely a blunt measure of cases sold? Profit made? Or something more elusive and nebulous? Richard Woodard, gin in hand, investigates.
The aim of all brand owners is to secure consumer loyalty above all competitors. But, as Richard Woodard suggests, this might be an unattainable - and hence unrealistic - aim.
Following a flurry of activity in the Tequila sector last month, has Diageo finally returned to the point it had previously reached when it handled Jose Cuervo? Richard Woodard compares then to now.
Flavoured vodka may have hit a bump in the US, but there's a major opportunity in global markets for the sub-category, argues Richard Woodard.
Category definitions are an on-going minefield in parts of the spirits industry. Gin, rum and Tequila have all suffered from muddled thinking. But none compare to what absinthe has experienced. Here, Richard Woodard wages war on the red-tape wretchedness that surrounds the category
Returning to the just-drinks fold in the guise of our white spirits commentator, Richard Woodard kicks off his latest stint with us with a look at Bacardi's recently-announced global marketing push for its Grey Goose vodka brand.
They may be linked by little but geographical origin, but cachaça and Tequila have quite a bit more in common that one might initially believe. It's just that, according to Richard Woodard, you've got to really look for the link.
When Pernod Ricard said last week that it is updating the packaging for - and raising the price of - Plymouth Gin, there was a run on tonic water at Richard Woodard's local shop. It's taken a while, but the brand is back, and Woodard would like to celebrate.
A new generation of Russian vodka brands is struggling to get its voice heard, the moneyed Russian Standard aside. Richard Woodard thinks some collective bargaining might do the trick.
Innovation in the spirits industry is 'a good thing'. But, Richard Woodard is worried that, of occasion, some spirits companies run the risk of disappearing up their own still pipes when they over-innovate.
Diageo's Paul Walsh isn't short of people telling him what to do with his company's money. So, on the back of a strong set of full-year results, Richard Woodard decided to have a nose around the Diageo stable to see what is still missing.
- Why Chinese beverages won't conquer the world
- Gin: Plymouth's from Plymouth, London's from...?
- Is “Craft” the Next Big Thing for Soft Drinks?
- Coca-Cola pressure builds as bid rumours swirl
- Petropolis Finally Moving into SABMiller's View?
- Pernod launches online Ballantine's "experiment"
- Anheuser-Busch InBev cuts jobs in US shake-up
- Diageo targets Millenial women with Baileys push
- SABMiller returns to Brazil with Petropolis tie-up
- Diageo confirms Australia RTD abv drops
- Early Signals: future scenarios that will drive consumption and product innovation over the next five years
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- Global Beer Opportunities: Beyond Standard Lager
- Global vodka insights - market forecasts, product innovation and consumer trends research
- The IWSR Global Trends Report 2014